Fashion Designer

Kate Hudson’s Activewear Website Fabletics Does Battle with Amazon

Knowing that Amazon controls over 20% of the online fashion sales, why would any active-wear company want to try to do battle with this e-commerce giant? When you have Kate Hudson as a founder, you can take risks because you know your company is about to set the fashion industry on fire. In the last three years, Hudson took Fabletics from nothing to $250 million, and she has Amazon in her sights.

 

The reason Fabletics is growing at such breakneck speed is a unique formula of using subscription mechanics to sell active-wear to customers. Combine convenience, low-pricing, and wildly innovative styles, and you have the recipe for succeeding in this very competitive clothing space.

 

Hudson says that in order to get her athleisure brand a world-wide audience, she had to break the mold of high value brands being defined by price and the quality of goods. Instead, Hudson says that things like customer experience, last-mile service, brand recognition, and exclusive designs are becoming important to the modern customer.

 

Hudson says that her clothing experience is unlike any other because the consumer can first window shop in the retail outlets with zero pressure to buy. In fact, if the customer has already registered as a member and taken the Lifestyle Quiz, each time they pick up an item in the retail store that they like, it is added to their online account. Maybe she wants to just kill time in the mall looking at a few of the latest releases in yoga pants and she how she looks in the new styles, then later tonight in the peace and quiet of her home, she can select the colors or styles she wants.

 

That’s the secret! Fabletics is building a modern version of high-value brands and applying their unique membership platform to the mix to enhance the shopping experience. This membership model allows users to personalize the service at half the price of items found on Amazon and other competitors.

 

The success of Fabletics has to be due in part to the reverse showrooming process. People browse offline, and 30-50% of those people that walked through the store are already members, another 25% will become members right there in the store. When customer try on an article of clothing, it goes into the online shopping cart. Fabletics doesn’t care if the customer buys in the retail store, its just another extension of service.

John Burch Belives Tech And Fashion Will Merge

A Fashion Entrepreneur Predicts The Future

John Birch is one of the most prominent entrepreneurs in the fashion industry today. His startups are almost certainly destined to succeed and his predictions of industry trends tend to come true. Recently, Burch has speculated about the future relationship between the fashion industry and the tech industry. According to John Burch, the two industries will merge to produce a future where technology is fashionable and fashion is technologically sophisticated.

 

 

Looking Into The Past To See The Future

To understand the perspective of Chris Burch you simply need to look into the past. Throughout the 20th century there was a strong relationship between technology and fashion with devices such as Boom Boxes and Walkmans becoming fashion statements in their own right. Young people latched onto these musical devices and carried them around as a sort of accessory. Eventually, this led to many in the fashion industry creating their own line of electronic products such as headphones and mp3 players. John Burch believes the latest wave of technology will continue this legacy and take it soaring into new heights.

 

 

The Signs Of The Merging

Currently, there are examples of technology and fashion merging for everyone to see. Recently, a product known as the Airbag for Cyclists was revealed. The creators of this invention decided to take the idea behind driver protection and create neckwear designed to activate air bags when a biker falls or crashes their bike. Other combinations of fashion are also serving a utilitarian purpose such as the recent fixation on watches that hook up with phones. Technology is ubiquitous in modern life and, as far as John Burch sees, this will only continue to grow over time as more industries reflect technological advances.

 

 

Looking Down The Road

Chris Burch is an entrepreneur by nature. His success depends greatly on his ability to predict trends and invest in new ventures centered around those trends. Right now, Burch is betting the fashion industry is going to look for new ideas from the tech industry. The synergy between the two mirrors earlier trends, but this new engagement will create innovations we have not seen. Given the success Burch has had at predicting the future, his net worth exceeds $1 billion, it seems like a good bet to make. Technology will take fashion down an entirely new path.